Column: Client knowledge is key to appropriate marketing

Travel agents can exude credibility in their marketing efforts by providing clients with marketing material suitable to their profile, Richard Earls writes. To achieve this, a deep knowledge of their travel desires and preferences is a must, Earls writes. "Provide your clients with information on travel in which they have expressed an interest. Demonstrate the client-centric nature of your travel practice by treating your clients as individuals," Earls writes.